FB BrandIndex AW11

The FutureBrand
Index
Measuring
what
matters
for
future
success
100
Whats inside?
1.0
2.0
3.0
4.0

5.0
6.0
Introduction
Our methodology
Global top 100 rankings
What is a future brand
and why does it matter?
Rankings by sector
The ones to watch
The FutureBrand Index 2
FutureBrand
Introduction
1.0 Introduction
FutureBrand
Introduction
What will drive future

organizational success?
Organizational reputation
has never mattered more.
Being seen as a future brand

offers a competitive advantage.
In an age of real-time global communication

and transparency, constrained resources and
macro-economic shifts to new centres of power,
we are increasingly concerned about the beliefs
and behaviours of the companies that provide
the products and services we trust and depend
on.Arguably, global perception of these
companies makes a difference to their future
reputation and value they inform our decisions
about what to buy, invest in and where to
work.This is why it is critical to understand
organizational brand strength as an input to
strategies for future success. For example,
as research by Weber Shandwick has revealed,
company reputation provides things like product
quality assurance, with 67% of consumers
checking product labels to see what company is
behind them. Despite this, we tend ultimately to
reduce our understanding of their performance
and strength to purely financial measures.
However, financial value does not always
correlate to perception strength: in other words,
a high market capitalization does not guarantee a
strong brand, nor inform the billions of everyday
decisions that create our future.
We believe 21st century brand strength is best

understood in terms of the balance of perceptions
between what a company stands for its purpose
and how far it delivers on it the resulting
experience. And organizations that strike this
balance will have a competitive advantage in
the future. To test this hypothesis, we set out to
measure global public perception of the Global
Top 100 Companies by market capitalization.
Why does this matter? Because when people rate a

company highly in both areas, they are more likely
to want to buy from, pay more and work for that
company. This gives them an advantage now and
in the future that is not dependent on their financial
strength, but could be a driver of it tomorrow.
Our research highlights that whilst the top 100

companies are undoubtedly to be admired for
their financial performance, only 22 of them
qualify as future brands in the opinion of an
informed public.
FutureBrand
FutureBrand
Introduction
What will drive future

organizational success?
We need to broaden our
understanding of value.
So it is important to broaden our understanding
of value to include how far a company is seen
to address broader emotional and societal needs
and wants from fostering trust to driving
innovation and being indispensable to our lives
and re-order the top 100 by those measures
as an alternative indicator or Index of future
success. This is not least because they are the
drivers of choice influencing more conventional
measures of commercial performance from
sales to price premium and employer of choice.
But also because when we look at global opinion
around which of the top 100 companies are
most likely to be moving forward in three years,
half of them are not even in the current top 20
by market capitalization. In addition to this, our
research shows that the key drivers of a future
brand relate to strength of perception around
thought leadership, innovation and authenticity,
rather than commercial power.
FutureBrand
What does this mean

for leaders?
This report aims to demonstrate that it has
never been more important to understand
global perceptions of your organization,
and that even the most successful companies
have levers they can pull for further competitive
advantage. It provides a lens for understanding
the drivers of future success by organization
and industry sector based on global public
perception. And perhaps most importantly,
it demonstrates that brand strength needs to
be understood as the ability to balance decisions
and perceptions relating to both why you are
here, and what you do, beyond making money
for shareholders.
Arguably, the organizations that achieve this
will create a more positive future for themselves,
their customers, investors and society as a whole.
Our methodology
Exp
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Fu
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and
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2.0 Our methodology
FutureBrand
Our methodology
2.1 Research approach

Quantitative and
qualitative analysis
To test our hypothesis about the difference
between perception and financial performance
of the Global Top 100 Companies by market
capitalization, we surveyed 3,030 members of the
informed public in 17 countries around the world*
(in the USA, Canada, Brazil, Argentina, Mexico,
UK, Germany, France, Russia, Turkey, South Africa,
UAE, India, China, Thailand, Japan and Australia).
Respondents were asked questions about those
companies based on FutureBrands proprietary
brand strength model, as well as a series of other
factors, and provided answers on a multiple
choice and qualitative basis. This formed the basis
of our quantitative analysis to develop a new
ranking of the companies driven by strength of
perception across 18 specific attributes within
the dimensions of purpose and experience.
This absolute score against those two dimensions
also allowed us to classify the organizations
according to one of the following four typologies:
Corporate brands Organizations that have
weaker perceptions in both purpose and
experience and fall into two further categories
of indifference and admiration.
Purpose brands Organizations whose

perception strength is biased towards attributes
relating to Purpose, Inspiration, Authenticity,
Innovation, Thought Leadership, Individuality,
Indispensability, Resource Management and
Price Premium.
Experience brands Organizations whose
perception strength is biased towards attributes
relating to Personality, Story, Attachment,
Consistency, Seamlessness, People, Pleasure,
Wellbeing and Respect.
Future brands - Organizations that have very
strong and balanced perceptions across both the
purpose and experience dimensions and can be
seen as the most future proof.
We used adaptive conjoint analysis to pick out the
current and future drivers, patterns, strengths and
weaknesses regarding the different regions and
industries driving our findings, industry sector
rankings and organizations that the informed
global public believe are the ones to watch.
The qualitative responses, together with
FutureBrands expert opinion and knowledge,
formed the basis of the sector drivers, the written
commentary and world clouds for each leading
sector organization and the broader future drivers
of organizational success.
FutureBrand
Our methodology
2.1 Research approach

QRi
*Quantitative Sample Criteria
QRi Consulting is FutureBrands global research

partner for the FutureBrand Index. Working in
close collaboration, QRi helped to define the
research approach against FutureBrands initial
hypothesis, as well as managing recruitment,
questionnaire development, and providing
in-depth analysis of the qualitative and quantitative
data underpinning the report. This is informed
by QRis extensive research, brand and sector
knowledge and experience as well as their
proprietary QualiQuant methodologies.
Our research respondents were screened as follows:
PwC
Skilled Professional, Departmental or Middle

Manager, Senior Executive, Departmental or
Head Teacher, or similar.
FutureBrand has worked closely with the Capital

Markets division of PwC in the UK, who kindly
provided its Global Top 100 Companies by market
capitalization ranking as the basis for this research
and report. The report and its findings have been
informed by Capital Markets experience and
expertise, but FutureBrand is responsible for all
views, opinion and data emerging from this
research unless otherwise stated.
By informed we mean aware of and know

something about at least 7 or more of the worlds
top 100 companies our aim was to understand
strength of perceptions and associations of those
people who can show reasonable awareness.
Quantitive
& qualitive
analysis
21-75 years old, balanced between males and

females, none were Unemployed or Students.
Top professional, Chairman, MD, VP/SVP or other
Very Senior Manager, Top Level Civil Servant,
or similar.
Junior Manager, Junior Executive, Shop Owner

or Owner of Small Establishment, Class Teacher,
Nurse, or similar.
FutureBrand
Our methodology
The dimensions and

attributes of a future brand
Experience
In order to qualify as a future brand,

organizations need to have strong
and balanced perceptions across the
following dimensions and attributes.
N.B. Please see the Appendix for a
detailed definition of each attribute
by dimension.
Builds a strong emotional connection:

Attributes Personality,
Story, Attachment.
Engaging experience at every touch point:

Attributes Consistency,
Seamlessness, People.
Makes lives better:

Attributes Pleasure,
Wellbeing, Respect.
Purpose
Has a clear vision of the future:

Attributes Purpose,
Inspiration, Authenticity.
Redefines the category:

Attributes Innovation,
Thought Leadership, Individuality.
Delivers sustainable value:

Attributes Indispensability,
Resource Management, Price Premium.
FutureBrand
1
re
3.0 Global top 100 rankings
100
n
tio
ia
nt
100
n
tio
tia
n
re
FutureBrand
3.1. Global top 100 rankings

120
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Google
Technology
Facebook
11
18
29
Technology
Microsoft
Technology
Boeing
12
64
76
Industrials
Walt Disney
37
40
Consumer
Services
SABIC
13
72
85
Basic
Materials
Apple Inc.
Technology
Visa
14
28
42
Financials
Samsung
Electronics
13
18
Consumer
Goods
Nestle
15
10
Consumer
Goods
Intel
43
49
Technology
Mastercard
16
67
83
Technology
Toyota
14
21
Consumer
Goods
Volkswagen
17
36
53
Consumer
Goods
Johnson
& Johnson
Healthcare
General Electric
18
10
Industrials
Unilever
43
52
Consumer
Goods
Gilead Sciences
19
27
46
Healthcare
IBM
10
14
24
Technology
Abbvie
20
80
100
Healthcare
* Source: PwC Global Top 100 Companies by Market Capitalisation 2014
FutureBrand

2140
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
LOreal
21
50
71
Consumer
Goods
Pfizer
31
12
19
Healthcare
Coca Cola
22
10
32
Consumer
Goods
Berkshire
Hathaway
32
27
Financials
Procter
& Gamble
23
17
Consumer
Goods
Westpac Banking
33
48
81
Financials
LVMH Mot
Hennessy
24
53
77
Consumer
Goods
Oracle
34
27
Technology
Inditex
25
62
87
Consumer
Goods
Bayer
35
20
55
Basic
Materials
GlaxoSmithKline
26
17
43
Healthcare
Daimler
36
36
72
Consumer
Goods
Ambev SA
27
31
58
Consumer
Goods
TSMC
37
45
82
Technology
Tencent
Holdings
28
10
38
Technology
Eco Petrol
38
57
95
Oil and Gas
Siemens
29
25
54
Industrials
Walmart
39
28
11
Consumer
Services
Amazon
30
34
Consumer
Services
3M
40
48
88
Industrials
FutureBrand

4160
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
ANZ Bank
41
55
96
Financials
McDonald's
51
27
78
Consumer
Services
BHP Billiton
42
16
26
Basic
Materials
UPS
52
38
90
Industrials
Amgen
43
37
80
Healthcare
United
Technologies
53
10
63
Industrials
SAP
44
29
73
Technology
Novartis
54
40
14
Healthcare
China Mobile
45
20
25
Telecommunications
Royal Dutch Shell
55
43
12
Oil and Gas
Home Depot
46
10
56
Consumer
Services
China
Construction Bank
56
26
30
Financials
PepsiCo
47
50
Consumer
Goods
Verizon
57
35
22
Telecommunications
Vodafone
48
12
60
Telecommunications
Allied Irish Banks
58
67
Financials
CVS Caremark
49
44
93
Consumer
Services
Novo Nordisk
59
65
Healthcare
Roche
50
16
34
Healthcare
Petroleo Brasileiro
Petrobras
60
30
90
Oil and Gas
FutureBrand

6180
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Cisco Systems
61
59
Technology
Bank of America
71
43
28
Financials
Total
62
25
37
Oil and Gas
SoftBank Corp
72
14
86
Telecommunications
American
Express
63
12
75
Financials
Sanofi
73
32
41
Healthcare
Bristol-Myers
Squibb
64
25
89
Healthcare
BP
74
38
36
Oil and Gas
Citi Group
65
26
39
Financials
Toronto Dominion
Bank
75
22
97
Financials
AnheuserBusch InBev
66
35
31
Consumer
Goods
Chevron
76
61
15
Oil and Gas
Schlumberger
67
16
51
Oil and Gas
China
Petroleum
77
70
Oil and Gas
HSBC
68
48
20
Financials
Industrial Commercial
Bank of China
78
55
23
Financials
AT&T
69
34
35
Telecommunications
Banco Santander
79
13
66
Financials
Merck
70
37
33
Healthcare
Agricultural Bank
of China
80
32
48
Financials
FutureBrand

81100
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Brand
Ranking
Difference
Market Cap
Ranking*
Sector
Financials
British American
Tobacco
91
23
68
Consumer
Goods
94
Oil and Gas
Petro China
92
79
13
Oil and Gas
67
16
Financials
ENI
93
92
Oil and Gas
84
23
61
Financials
Philip Morris
94
49
45
Consumer
Goods
Royal Bank
of Canada
85
79
Financials
Union Pacific
95
98
Industrials
Rio Tinto
86
24
62
Basic
Materials
Comcast
96
52
44
Consumer
Services
Qualcomm
87
40
47
Technology
Gazprom
97
13
84
Oil and Gas
Lloyds Banking
Group
88
14
74
Financials
Bank of China
98
41
57
Financials
Exxon Mobil
89
87
Oil and Gas
ConocoPhillips
99
--
99
Oil and Gas
BASF
90
26
64
Basic
Materials
BNP
Paribas SA
100
31
69
Financials
Wells Fargo
81
72
Statoil
82
12
JP Morgan
Chase & Co
83
Commonwealth
Bank
FutureBrand
3.2 Key findings

1. Financial value and
past performance are
no guarantee of future
brand strength.
The first and most striking finding from our
research is that a high market capitalization
does not always correlate with strong perceptions
across our dimensions. In fact, some of the
largest organizations by market capitalization
have some of the weakest perceptions, and vice
versa. For example, Exxon Mobil is currently
ranked at number two by market capitalization,
but is at 89th position in the FutureBrand Index.
Less dramatic but significant ranking differences
include JP Morgan and Petrochina. Alternatively,
there are some organizations whose strength
of perception is significantly higher than their
financial strength, led by Walt Disney but also
including Intel, Sabic, LOreal and Abbvie which
benefits from the largest ranking differential of
80 places.
BRAND
Some of these differences are perhaps reflective
of broader sector challenges, for example the
rankings for JP Morgan and PetroChina are typical
of the kinds of differences we see in the financial
and oil and gas industries as a whole. However,
there is sufficient diversity in the top and bottom
performers to indicate that some organizations
are doing a better job of managing perception
than others.
Vs.
FutureBrand
3.2 Key findings

2. Being global
makes a difference
to brand strength.
3. The value-perception
gap for brands varies
by sector.
Regardless of financial strength, organizations that

are better known in individual markets, or which
depend on fewer markets for their commercial
success, tend to suffer from weaker perceptions
in our study. And the best performers tend to be
genuinely global, including most of the top 20
in our ranking. Of those organizations, 14 are
American international companies, which shows
that the USA still dominates the global corporate
stage in terms of strength of perception, although
being American on its own does not guarantee a
high ranking. Wells Fargo is 9th by market
capitalization globally, but drops to 81st position
in our public perception rankings, and Bank of
America is 71st. Similarly, perception strength does
not seem to be restricted to specific sectors, with
representation across every category in the top
twenty except telecommunications, suggesting
that global reach is as much a driver of perception
strength as membership of a particular industry.
Whilst the top 20 organizations tend to be global,

and are distributed across the industries, it is clear
that the value-perception gap is different by sector
across the top 100, and some sectors perform
more strongly than others. For example, financial
and oil and gas companies tend to dominate
the top 30% by market capitalization, but largely
appear in the bottom 30% by strength of
perception. 7 of the bottom 20 organisations in
the FutureBrand Index are banks, and 6 are in Oil
and Gas, and two of the bottom ten are tobacco
companies, despite being in the top two thirds
by capitalization. Conversely, technology and
consumer services and goods companies
dominate the FutureBrand Index top 10 and the
market capitalization rankings, with a particular
focus on consumer electronics, FMCG, software
and entertainment.
This reflects a broader reputational challenge for

certain sectors as a whole particularly banking in
the wake of the global financial crisis that seems
to have a correlation to perceptions of individual
organizations. It is as if people are unable to
separate organizational perception from sector
perception. There are some exceptions to this
rule, including Eco Petrol in the Oil and Gas
sector that is 57 places higher in the Index ranking
than its financial position. So whilst it is certainly
possible, it would appear that few organizations
have managed to challenge or break out of their
category positioning to stand for something new
in the eyes of the public a possible opportunity
for companies keen to differentiate, or that have
a genuine difference they are not being given
credit for.
FutureBrand
3.2 Key findings

4. Brand awareness is
not enough to drive
strong perceptions.
A further striking finding of the research is
that some of the most famous household
name organizations that share their corporate
name with their most famous product are
outperformed in strength of perception by
companies with significantly lower awareness.
For example, whilst Coca-Cola (22), PepsiCo (47)
and McDonald's (51) all enjoy a higher ranking in
the FutureBrand Index than their market cap
position, they are still lower than more niche or
anonymous organizations without the same
high levels of public awareness, like Sabic
(in 13th position) in Basic Materials, and Gilead and
Abbvie (respectively 19th and 20th overall) in the
Healthcare sector. Other organizations that have
significant public awareness through global
advertising and reach like HSBC, or exposure
through international events and longevity like
BP, enjoy a lower strength of perception ranking
in our research than their market capitalization
position. This perhaps correlates again to
negative or weaker perceptions of their sector
overall, or individual reputational issues, but it
presumably cannot be reduced to these factors
alone given the often difficult reputation
challenges faced by pharmaceutical companies

and their relatively strong performance in the
Index overall. It also perhaps reflects a broader
public preoccupation with consumer electronics
and internet services organizations that have
come to dominate the global discourse around
consumption in the last decade, perhaps
overshadowing their still popular but less relevant
counterparts in food and beverage hinting that
Google and Apple are the Coca-Cola and
McDonalds of the 21st century.
FutureBrand
3.2 Key findings

5. Chinese companies
and brands are not
yet future proof.
The only two Chinese companies in the top half
of the FutureBrand Index ranking are Tencent
(28th) and China Mobile (45th), with four of the
remaining five falling into the bottom quartile,
including ICBC (78th) and PetroChina (98th), which
are 55 and 79 positions lower than their market
cap ranking respectively. Unlike the majority of
American International companies that have
genuinely global reach, it is arguable that whilst
the largest Chinese organizations are undoubtedly
financially strong reflecting Chinas vast
consumer market, growth and economic position
they do not yet have strong global perceptions.
As a result, they are not as future proof, or as
insulated by strong reputation, as their East Asian
counterparts like Samsung and Toyota that
genuinely address global markets and sell
products and services to customers worldwide.
Toyota is a good example of how brand strength
can provide some insulation against commercial
difficulties, given its position in the top 10 by
perception at a time of global product recalls.
However, whilst this might be true now, it is likely

that as Chinese organizations expand into new
markets across Asia and beyond, they will begin
to benefit from the same awareness as their
better-established global counterparts. We see
this in our ones to watch forecasts with two
of the eight organisations seen to be moving
forward in three years time being Chinese. The
key will be how well these companies manage
perception and attend to the balance of purpose
and experience, to ensure they are not just
financially strong and secure across markets, but
that they are the kind of companies people want
to work for, and for whose products and services
they are prepared to pay a premium.
FutureBrand
What is a future brand and why does it matter?
4.0 What is a future brand

and why does it matter?
FutureBrand
What is a future brand and why does it matter ?
A future brand is a brand that is more likely to

succeed in the future, not just one that is strong
now. This is because it perfectly balances strong
perceptions of its purpose in the world with the
experience it delivers. In terms of experience,
it ensures that it always has a strong emotional
connection, delivers consistency across every
touch point and focuses on improving peoples
lives. In terms of purpose, it is seen to have a
strong vision for the future, to drive and redefine
its category and deliver sustainable business
value in everything from resource management
to price differentiation. The balance of these two
elements is vital because it attends to the way
we make decisions in the 21st century: avoiding
a compromise between what we want now
and what we need later.
It means fast cars with zero emissions, profitability

with ethics, taste and health, and shareholder
value with positive societal impact. This means
that a future brand is more future proof than
counterparts that only provide immediate
gratification, or fail to connect their beliefs
with their actions in the world.
EXPE
RIEN
CE
4.1 What is a future brand?
R E
U
P OS
P
FutureBrand
4.2 Why does it matter?

Our research shows that this matters for
organizations because when people rate a
company in the Global Top 100 as a future
brand, 75% strongly agree that they would buy
products and services from them, 68% strongly
agree that the organization commands a price
premium, and nearly two thirds strongly agree
that they would work for them. And these
preferences are significantly above the average
performance across our study. So being a future
brand is a driver of choice when it comes to
purchase decisions, paying a premium and
selecting an employer. For example, nearly half
of all those surveyed say they would like to work
for Walt Disney Company and Google (against
an average of 24%), and 48% of our respondents
say they would buy products and services from
Toyota (against an average of 31%). This is
compared to organizations with weaker
perceptions against our dimensions like Walmart,
McDonalds, Shell and AT&T that have below
average appeal to our respondents as places
to work.
Future brands
Would work for and buy products/services
Corporate brands
Would work for and buy products/services
60 %
60 %
50 %
50 %
40 %
40 %
30 %
30 %
20 %
20 %
10 %
10 %
0%
0%
I would like to work for this company
24% Average
I would buy products & services from this company

31% Average
I would like to work for this company

24% Average
I would buy products & services from this company

31% Average
FutureBrand
There are a series of key drivers of a future brand

things that stand out as major differentiators
between organizations with the strongest and
weakest perceptions in our research. These most
significantly relate to the attributes of thought
leadership, innovation and authenticity vital
attributes of purpose. In our model, organizations
with strong perceptions of thought leadership are
seen to be driven by clear ideas and unafraid to
express clear views about their category, market
or the broader world. They take a position and
defend it with consistency and evidence. They
want to inform what we think and how the world
understands what they offer, rather than allowing
other people to define it for them. Innovation is
best understood as providing new things that are
useful. This means the organization is seen to go
beyond change or novelty for its own sake, and
instead focus on inventing products, services or
experiences that are genuinely useful. Being
known for this kind of innovation means that an
organization focuses on adapting to the changing
needs of its customers, consumers or market,
rather than incrementally improving against its
competition, and has more chance of shaping
the future of its category as a result.
RS OF A FUTU
IVE
RE
R
D
INNOVATION
THOUGHT
LEADERSHIP
D
AN
BR
4.3 What are the key drivers

of a future brand?
TH
EK
E
AUTHENTICITY
And finally, when it comes to authenticity,

organizations can have a lofty vision, but that
vision needs to be seen to connect genuinely
to its primary task or the qualities of its products
and services. We need to see the relationship
between the future an organization wants to
create and what it can legitimately deliver today,
not least so that we can realistically participate
in creating that future for ourselves through
consumption, investment or employment.
FutureBrand
4.4 Our typologies

1. Purpose brands
All of the organizations in the Global Top 100
are extraordinarily successful by most common
measures. However, our findings show that whilst
most benefit from strong perceptions in some
attributes, they often have opportunities to
improve the way they are seen in specific areas.
We have three further typologies for those
organizations that are not classified as future
brands, based on their scores and degree of
balance of perceptions across the dimensions.
This helps organizations to understand what
levers to pull for greater success today and in
the future.
Purpose brands are organizations whose

perceptions are more biased towards a strong
vision for the future, redefining the category
and delivering sustainable value. In this study,
these include Gilead Sciences, Oracle and
Tencent Holdings. Arguably, these organizations
would benefit from strengthening perceptions
in the experience dimensions to drive
further competitive advantage.
FutureBrand
4.4 Our typologies

2. Experience brands
Experience brands are organizations whose
perceptions are more biased towards building
strong emotional connections, an engaging
experience at every touch point and making
peoples lives better. In this study, these include
Coca-Cola, LVMH Moet Hennessy and
AmBev SA. Conversely, these organizations
would benefit from strengthening perceptions
in the purpose dimensions to drive further
competitive advantage.
FutureBrand
4.4 Our typologies

3. Corporate brands
Corporate brands are organizations whose
perceptions might be more balanced across the
dimensions, but are not sufficiently strong to
qualify as a future brand. These are divided into
two further classifications in this study those
organizations that are admired and those
organizations towards which the public feel
more indifferent.
Admired corporate brands are those closest to
the top right of the purpose-experience matrix,
and therefore the closest to becoming future
brands. These include Amazon.com, GSK,
Berkshire Hathaway, Siemens, Pfizer, Eco Petrol,
TSMC, Westpac Banking, Amgen, China Mobile,
Bayer, BHP Billiton, ANZ Bank, 3M, Daimler,
Walmart, Vodafone, CVS Caremark, Home
Depot, PepsiCo, Roche and Novartis.
This can, in some cases, be attributed to

particularly weak perceptions in specific attributes.
Comcast, for example, is in the bottom five in
perceptions of attachment and story, and
Santander has its weakest perception in the
attribute of indispensability. Whereas some
organizations like BNP Paribas and
ConocoPhillips have weak perception scores
more consistently across the bottom five of
every attribute.
The remaining organizations are not necessarily

seen negatively, although our qualitative data
points to sector-specific need for improvement
in some areas, but are perhaps felt to be less
meaningful or relevant to people. Again, this
is not a matter of awareness or negative
perceptions, but rather weaker perceptions
against the dimensions that drive competitive
advantage in our measures.
FutureBrand
4.5 Which of the top 100

companies are future brands?
Google
Purpose Brand
50%
Future Brand
45%
HIGH
Samsung Electron
Walt Disney
Intel
Purpose
40%
LOW
Microsoft
Apple Inc
Toyota
IBM
Johnson & Johnson
Unilever
General
Electric
35%
Gilead Sciences
Mastercard Inc
Boeing Co
Visa
Facebook Inc
SABIC
AbbVie Inc Nestle
Tencent Holding Ltd
Volkswagen
Procter & Gamble
Oracle
Inditex
Amazon
LOreal
30% GlaxoSmithKline
Siemens AG 35%
5%
10%
15%
20%
25%
30%
40%
Phizer
Eco Petrol
Wastpac BankingAmBev SACoca-Cola
TSMC
Berkshire & Hatherway SAP
LVMH Moet
Amgen
Australia & New Zealand Bank
China Mobile
BHP Billiton
Damiler
3M
CVS Caremark Corp
25%
United Technologies
Vodafone Wal-mart
UPS
Pepsi - Co
Home Depot
Cisco Systems Verizon
Rosche China Construction Bank
Novartis
Bristol-Myers Squibb
Royal Dutch Shell
Novo Nordisk
McDonalds
American Express
Allied Irish Banks
Sanofi Merck AT&T
Petroleo Brasilerio Petrobras
Total
Citi Group
Toronto Dominion Bank
20%
Chevron
HSBC
BP
Ind and Comm Bank of China
Softbank Corp
Bank of America
Commonwealth Bank of Australia
Agricultural Bank of China Anheuser-Busch Inbev
Exxon Mobil
StatoilJP Morgan & Chase
Qualcomm
Wells Fargo
China Petroleum & Chemical
Royal Bank of Canada
Banco Santander
Rio Tinto
BASF
15%
Lloyds Banking Group
PetroChina
Comcast
Union Pacific Group
Gazprom
ENI
British American Tobacco
ConocoPhillips
Philip Morris
Bank of China
10%
BNP Paribas SA
45%
50%
More admired
Corporate brands
Corporate Brand
Experience Brand
5%
LOW
Experience
HIGH
FutureBrand
HIGH
PURPOSE
4.5 Which of the top 100

companies are future brands?
HIGH
EXPERIENCE
FutureBrand
4.6 The purpose dimension:

rankings by attribute
Authenticity
Inspiration
Innovation
Thought
Leadership
Individuality
Indispensability
Resource
management
Price
premium
Purpose
Authenticity
Inspiration
Innovation
Thought
Leadership
Individuality
Indispensability
Resource
management
Price
premium
Purpose
1
2
3
4
5
96
97
98
99
100
FutureBrand
4.7 The experience dimension:

rankings by attribute
Wellbeing
Respect
Seamlessness
Personality
Pleasure
People
Consistency
Attachment
Story
Wellbeing
Respect
Seamlessness
Personality
Pleasure
People
Consistency
Attachment
Story
1
2
3
4
5
96
97
98
99
100
FutureBrand
Rankings by sector
5.0 Rankings by sector
1
FutureBrand
Rankings by sector
5.1 What drives success

by industry sector?
1. Sector leaders, averages
and drivers.
In addition to showing the difference between
perception and market capitalization across
the entire Top 100 Global Companies, our data
provides industry-specific insights, including
organizational rankings and drivers by sector
as determined by our informed global public.
Rankings by sector:
The sector rankings show the relative
performance of organizations grouped by
super-sector only.
Sector drivers and organization sentiment:

In each case, we summarise the most
important drivers of each sector according
to the informed general public, expressed
as what companies in the sector will need to
do to meet their future expectations. We also
capture specific quotations from respondents
in relation to the top ranked organization.
Radar maps:
The radar maps highlight the perceived strengths
and weaknesses of each sector by each of our
18 attributes and an indication of the purpose
-experience balance in each case. The maps
also offer a comparison of these strengths and
weaknesses of perception between the sector
leader and the sector average.
FutureBrand
Sector strengths by attribute:
Rankings by sector
Purpose
Price premium
Indispensability
Innovation
Technology
Brand
Sector weaknesses by attribute:
Pleasure
Consistency
FBI
Ranking
Difference
Microsoft
Apple Inc.
Intel
43
49
IBM
10
14
24
Facebook
11
18
29
Mastercard
16
67
83
Tencent Holdings
28
10
38
Oracle
34
27
TSMC
37
45
82
SAP
44
29
73
Cisco Systems
61
59
Qualcomm
87
40
47
Resource
Management
Seamlessness
Simplicity
Wellbeing
Respect
Indispensability
Pleasure
Innovation
Personality
Market Cap
Ranking*
Google
Consumer-defined sector
drivers for the future
Story
Price premium
Attachment
Resource management
Indispensability
Consistency
Seamlessness
Individuality
Thought leadership
People
Innovation
Key
Pleasure
Authenticity
Well being
Peaks
Sector Average
Google
Inspiration
Respect
Purpose
FutureBrand
Everyone uses it.
Rankings by sector
Technology
Germany, consumer
IDEAS
LEADS
INNOVATIVE
THINK
KNOW
MEANS
MOTIVATED
RELIABLE MOTIVATED CONTINUOUS BEST WORLD VISION EMPLOYEES USERS
GLOBAL IDEAS FUTURE TIME

NEEDS
DEVELOPING LEADERS COMPANY SERVICE POTENTIAL WAY
SEARCH MARKET EXCELLENT WORLDWIDE GROWING CONNECTIVITY INCEPTION USERS
BRAND TECHNOLOGY BIGGER
WORKING GOOGLE
MOTIVATED
PEOPLE SERVICES
RECORD
NEW
MOTIVATED
IMPROVING FAST
ENGINE PRODUCTS POTENTIAL
Relative perception
strengths + weaknesses
Purpose
Price premium
Indispensability
Innovation
Pleasure
Consistency
Resource management
Wellbeing
Comparison to sector average
It is a company
that cares about
employees and
makes them feel
motivated to
FBIgive
Report100%.
Turkey, consumer
From its inception

it has not stopped
improving its overall
day-to-day services,
it gives solutions
to people.
Argentina, consumer
Google enjoys stronger perceptions across

similar relative scores by attribute.
It is a company with foresight,

it is reliable and very useful in
everyday lives.
USA, consumer
FutureBrand
Rankings by sector
Purpose
Authenticity
Innovation
Consumer Services
Brand
FBI
Ranking
Difference
40
Amazon
30
34
Walmart
39
28
11
Home Depot
46
10
56
CVS Caremark
49
44
93
McDonalds
51
27
78
Comcast
96
52
44
Convenience
Pleasure
Entertainment
Understand audiences
lifestyles
Seamlessness
Personality
Market Cap
Ranking*
37
Resource

Management
Indispensability
Innovation
Consistency
Pleasure
Walt Disney
Story
Price premium
Attachment
Resource management
Indispensability
Consistency
Seamlessness
Individuality
Thought leadership
People

Innovation
Key
Pleasure
Well being
Authenticity
Peaks
Sector Average
Walt Disney
Inspiration
Respect
Purpose
FutureBrand
People will always

need entertainment.
Rankings by sector
Consumer Services
ENTERTAINMENT
POPULARITY MULTINATIONAL FILMS CUSTOMER GOOD
WALT
PERMANENT INTRODUCING SELLING
CREATES EMPLOYEES
EXPERIENCE
CHANGES
BEST
DREAMS
DIFFERENT
EMPIRE INNOVATIVE SOCIO
FAMILY CHILDREN FUN STRONG
Canada, consumer
GOOD DISNEY
WORK
ANIMATED ENTRY
VISIONARY
ADOLESCENTS
PRODUCTS THINKING PROVIDES MAKE ADAPTS DAY
HUGE
BROAD
LEVELS
CULTURES AWARENESS
Relative perception
Story
Individuality
Pleasure
Authenticity
Thought Leadership
Resource Management
Innovation
Indispensability
Seamlessness
It is constantly
innovating,
dreaming, and
giving happiness
to people.
FBI Report
USA, consumer
Its a company that

dedicates itself to
family entertainment,
particularly children
and adolescents.
It covers interests of
all ages, cultures and
socio-economic levels.
Germany, consumer
Walt Disney enjoys stronger perceptions

across all attributes, with the biggest difference
in the story attribute.
It is always adapting to
offer better services
and products.
India, consumer
FutureBrand
Rankings by sector
Healthcare
Brand
FBI
Ranking
Difference
Gilead Sciences
19
27
46
Abbvie Inc.
20
80
100
GlaxoSmithKline
26
17
43
Pfizer
31
12
19
Amgen
43
37
80
Roche
50
44
Novartis
54
40
14
Novo Nordisk
59
65
Bristol-Myers Squibb
64
25
89
Merck
70
37
33
Sanofi
73
32
41
Indispensability
Innovation
Resource
management
Adapting to an increasing
target audience
Attachment
Consistency
Wellbeing
Personality
Story
Seamlessness
Pleasure
Scientific innovation
Wellbeing
Personality
Market Cap
Ranking*
Johnson & Johnson
Story
Price premium
Attachment
Resource management
Indispensability
Consistency
Seamlessness
Individuality
Thought leadership
People
Innovation
Key
Pleasure
Well being
Authenticity
Peaks
Sector Average
Johnson & Johnson
Inspiration
Respect
Purpose
FutureBrand
They offer a variety of

quality products and
continuously innovate.
Japan, consumer
Rankings by sector
Healthcare
USE SATISFYING LIFE STRONG
TODAY
QUALITY
GOOD
LONG
CREATESNEGATIVE
TOUCH
PERMANENT INTRODUCING
HIGH
RELIABLE
GENERAL
SATISFYING
CONTINUING TODAY
PRODUCTS MULTINATIONAL THINGS FEEDBACK
OFFERS
PEOPLE RESEARCH
WORK
GOOD USE NEEDS
VISIONARY
POTENTIALBUILT
PRODUCTS FEEDBACK
THINKINGLOVE
PROVIDES
PROLONG ASSOCIATED
DAY
HIGH
GREW
BROAD
CONSUMERS ASSOCIATED
DOING
Relative perception
Innovation
Price premium
Attachment
Consistency
Indispensability
Resource Management
Inspiration
Thought Leadership
Its a reliable
company, with
high quality and
respect for the
consumer.
FBI Report
Brazil, consumer
They are innovative,

always have brilliant
ideas and feedback from
consumers, have high
ethics and believe that
looking after the people
is priority number one.
S.Africa, consumer
J&J enjoys stronger perceptions across all

attributes, with the biggest differences within
the experience dimension.
J&J is doing good

for society.
Australia, consumer
FutureBrand
Rankings by sector
Purpose
Authenticity
Innovation
Thought Leadership
Consumer Goods
Brand
FBI
Ranking
Difference
Pleasure
Story
Consistency
13
18
Toyota
14
21
Unilever
43
52
Nestle
15
10
Volkswagen
17
36
53
LOreal
21
50
71
Coca Cola
22
10
32
Procter & Gamble
23
17
LVMH Mot Hennessy
24
53
77
Inditex
25
62
87
AmBev SA
27
31
58
Daimler
36
36
72
PepsiCo
47
50
Anheuser- Busch InBev
66
35
31
British American Tobacco
91
23
68
Philip Morris
94
49
45
Increasing variety
of goods
Product quality
improvement
Wellbeing
Respect
Seamlessness
People
Pleasure
Personality
Market Cap
Ranking*
Samsung Electronics
Resource
Management
Inspiration
Story
Price premium
Resource management
Attachment
Indispensability
Consistency
Individuality
Seamlessness
People
Thought leadership
Innovation
Key
Pleasure
Authenticity
Well being
Peaks
Sector Average
Samsung Electronics
Respect
Inspiration
Purpose
FutureBrand
Because it is expanding and

diversifying its product lines.
I see that it has an enormous future.
Argentina, consumer
Rankings by sector
Consumer Goods
DEVELOPMENT MARKET TIME
TRENDS
PRODUCE CONTINUING LEADING CUSTOMER FAST
ELETRONICS
BRAND
POPULAR
TECHNOLOGY
FOREFRONT
SATISFYING
QUALITYGENERAL
GOOD MARKET
FUTURE CUSTOMER KNOWN

FUNCTIONS ASSOCIATED
PRODUCTS POPULAR FAST SEEKING FUNCTIONS
CONTINUING LARGE
COMPANY FUTURE
Relative
R
elative perception
Innovation
Attachment
Thought Leadership
Individuality
Resource management
Inspiration
Thought Leadership
Comparison to sector a
average
verage
It is a company
that is setting
trends more than
anyone else in
the area of
mobile phones.
It is one of the best

companies that searches
for all ways to provide
satisfaction, as well as to
provide for the well-being
of the customer.
France, Consumer
UAE, consumer
Samsung enjoys stronger perceptions across

all attributes, with the biggest differences in
the innovation and purpose attributes.
Always moving forward.

UK, consumer
FutureBrand
Rankings by sector
Industrials
Brand
FBI
Ranking
Difference
12
64
76
General Electric
18
10
Siemens
29
25
54
3M
40
48
88
UPS
52
38
90
United Technologies
53
10
63
Union Pacific
95
98
Innovation
Thought Leadership
Authenticity
Resource
Management
Inspiration
Advanced technology
People
Attachment
Seamlessness
Personality
Innovation
Expertise
Pleasure
Personality
Market Cap
Ranking*
Boeing
Story
Price premium
Attachment
Resource management
Indispensability
Consistency
Seamlessness
Individuality
Thought leadership
People

Innovation
Key
Pleasure
Well being
Authenticity
Peaks
Sector Average
Boeing
Inspiration
Respect
Purpose
FutureBrand
It is a great,
robust company.
Rankings by sector
Industrials
Thailand, consumer
TECHNOLOGY
CENTURY EFFORTS FEELING HUMAN AHEAD
GLOBAL
GENERAL
WORK
EFFORTS
GIVEN
POTENTIAL
DESIGNED
BUSINESS
AIR
FUTURE AERONAUTICS
CENTURY FAST OVERSEAS TRAVEL
PREGRESSING FEELING DEMANDS TRAVEL
They are on
the cutting
edge of
technology.
Canada, consumer
Relative perception
SATISFYING
BOEING
AVIATION
ELECTRONICS
CONTINUING
REASON
PLANE
FOREFRONT
PRODUCT
AERONAUTICSPLANE
PEOPLE
INDUSTRY
DEVELOPED DEMANDS
It will dominate the

aeronautics market of
this century, given their
capacity for development
and production.
Innovation
Thought leadership
Authenticity
Purpose
Story
People
Pleasure
Resource management
Respect
Wellbeing
Seamlessness
Boeing enjoys stronger perceptions across

similar relative scores by attribute, especially in the story,
individuality, people and pleasure attributes.
FBI Report
Russia, consumer
It stays a step ahead of its

competitors in terms of
technology.
Turkey, consumer
FutureBrand
Rankings by sector
Oil and Gas

Brand
FBI
Ranking
Difference
Innovation
Purpose
Authenticity
Indispensability
Resource
Management
Inspiration
Price premium
Story
Wellbeing
38
57
95
Royal Dutch Shell
55
43
12
Petroleo Brasileiro Petrobras
60
30
90
Total
62
25
37
Schlumberger
67
16
51
BP
74
38
36
Chevron
76
61
15
China Petroleum
77
70
Statoil
82
12
94
Exxon Mobil
89
87
Petro China
92
79
13
ENI
93
92
Gazprom
97
13
84
ConocoPhillips
99
--
99
Sustainability
New resources research
Community care
Personality
Market Cap
Ranking*
Eco Petrol
Story
Price premium
Resource management
Attachment
Indispensability
Consistency
Individuality
Seamlessness
People
Thought leadership
Innovation
Key
Pleasure
Authenticity
Well being
Peaks
Sector Average
Eco Petrol
Respect
Inspiration
Purpose
FutureBrand
An outstanding
and efficient company.
Rankings by sector
Oil and Gas
China, consumer
ENVIRONMENT
OIL
WANT ENGINE
WORLD
WORLD
FASHIONABLE
FUEL
JUST
BIGGER
CLEANER
CREATIVITY
BIGGER
RELIABLE
FUTURE
CARES
TRUST
MAKES
ISSUE
YEARS
PEOPLE
CONTROL
GREEN
THINK
CONSCIENCE
CLIMATE
PROTECT
ENERGY
GREEN
ECOSYSTEM CLEAN
BIGGER
GREENENVIRONMENTALLY
FOCUSED
EMPLOYEES IMPROVED BENEFIT
ECOLOGYHELPFOCUSED
Because it is
geared toward
better control
of the
ecosystem.
It is a company with
an ecological conscience
that aims for the
necessities for the
future global population.
Brazil, consumer
Mexico, consumer
Relative
elative perception
Resource management
Individuality
Innovation
Purpose
Wellbeing
Consistency
Story
Pleasure
Eco petrol enjoys stronger perceptions in all attributes

except story. The biggest differences are in most of the
attributes of the Purpose dimension, particularly in
resource management.
Green energy is increasingly

important. We live in a
green age.
USA, consumer
FutureBrand
Rankings by sector
Thought Leadership
Innovation
Purpose
Basic Materials
Brand
FBI
Ranking
Resource
Management
Trust
Environmental
protection
Story
Attachment
Wellbeing
Difference
Personality
Market Cap
Ranking*
SABIC
13
72
85
Bayer
35
20
55
BHP Billiton
42
16
26
Rio Tinto
86
24
62
BASF
90
26
64
Diverse range of
quality products
Story
Price premium
Attachment
Resource management
Indispensability
Consistency
Seamlessness
Individuality

Thought leadership
People
Innovation
Key
Pleasure
Well being
Authenticity
Peaks
Sector Average
SABIC
Inspiration
Respect
Purpose
FutureBrand
Its creativity, through its

excellence in service.
Rankings by sector
Basic Materials
Argentina, consumer
PROVIDINGEXCELLENT
AVAILABILITY
EXCELLENT
MEDIA
FUTURE
BASE CREDIBILITY
ARAB
ROOTED
STRONG GREAT
ARAB
CREATIVITY
RELIES
DAY SERVICES
ECONOMIC
GOOD
GROWING
RELIES
STRONG
RESOURCES
RAPIDLY
FINANCIAL
STRONG
POTENTIAL
PLAN
WORLD LOT
CENTURY FUTURE VISION
POTENTIAL BOOM
They provide
excellent services
and they rapidly
grow.
India, consumer
GROWING BACKING
COMPANYGREAT
OIL DIFFERENT
PLAN
It is a deeply-rooted
company, and it relies
on credibility, its strong
capital and quality of
service.
Relative perception
Thought leadership
Purpose
Authenticity
Consistency
Attachment
Seamlessness
Resource management
Sabic enjoys stronger perceptions in all attributes.

The biggest differences are in the purpose, thought
leadership and consistency attributes.
FBI Report
UAE, consumer
They have many

resources and a good
vision for the future.
Mexico, consumer
FutureBrand
Rankings by sector
Indispensability
Thought Leadership
Authenticity
Purpose
Financials
Brand
Resource
Management
Iconic leadership
Pleasure
Respect
Innovation
Ethics
Creating confidence
Attachment
People
FBI
Ranking
Difference
Personality
Market Cap
Ranking*
Visa
14
28
42
Berkshire & Hathaway
32
27
Westpac Banking
33
48
81
ANZ Bank
41
55
96
China Construction Bank
56
26
30
Allied Irish Banks
58
67
American Express
63
12
75
Citi Group
65
26
39
HSBC
68
48
20
Bank of America
71
43
28
Toronto Dominion Bank
75
22
97
Industrial Commercial Bank of China
78
55
23
Banco Santander
79
13
66
Agricultural Bank of China
80
32
48
Wells Fargo
81
72
JP Morgan Chase & Co
83
67
16
Commonwealth Bank
84
23
61
Royal Bank of Canada
85
79
Lloyds Banking Group
88
14
74
Bank of China
98
41
57
BNP Paribas SA
100
31
69
Story
Price premium
Attachment
Resource management
Indispensability
Consistency
Seamlessness
Individuality
Thought leadership
People
Innovation
Key
Pleasure
Well being
Authenticity
Peaks
Sector Average
Visa
Inspiration
Respect
Purpose
FutureBrand
People use them

constantly.
Rankings by sector
Financials
Australia, consumer
PEOPLEUSE
GLOBALLY
GRANTS
BANK
COMANY FINANCES
NEEDED
RECEIVING CONSIDER
OPENS
NEGOTIATIONS
SATISFIED
GOOD
NEGOTIATIONS
GLOBALLY
CONSIDER GRANTS
OPENS
RECEIVING CASHLESS LOT
CUSTOMERS
It has increased
the amount of
customers.
Brazil, consumer
Relative perception
ECONOMIC
REPUTATION
SERVICES
SOCIETY
PERSONALITY
BANK COMPARED
Indispensability
Thought Leadership
Authenticity
Purpose
Attachment
People
Resource management
Respect
Visa enjoys stronger perceptions in all attributes.

The biggest difference is in the indispensability attribute.
We move further
towards a cashless
society and Visa
provides security
for transactions.
FBI Report
USA, consumer
Experience, performance,
potential, projection
capability.
Argentina, consumer
FutureBrand
Rankings by sector
Thought Leadership
Innovation
Purpose
Telecommunications
Brand
FBI
Ranking
Difference
Consistency
45
20
25
Vodafone
48
12
60
Verizon
57
35
22
AT&T
69
34
35
SoftBank Corp
72
14
86
Resource
Management
Technological
innovation
Seamlessness
Story
Broaden
consumer appeal
Indispensability
Personality
Market Cap
Ranking*
China Mobile
Story
Price premium
Attachment
Resource management
Indispensability
Consistency
Seamlessness
Individuality

Thought leadership
People
Innovation
Key
Pleasure
Well being
Authenticity
Peaks
Sector Average
China Mobile
Inspiration
Respect
Purpose
FutureBrand
Rankings by sector
Telecommunications
SECTOR ADVANCED THINK
DELIVERING
LEADINGLEADINGORDER
GROWTH
INDISPENSIBLE
COMMUNICATION
CHINA
TECHNOLOGY
FUTURE
GROWTH PEOPLE
THINK WIDE DELIVERING
COMPETITIVENESS
PROGRESS
INNOVATION EMPLOYMENT
TECHNOLOGY EDGE
Because
they have the
most
advanced
cutting edge
technology.
It is a new-leading
company in the
communication
industry. They are
taking the lead in
technology and prices.
Mexico, consumer
Australia, consumer
Relative perception
Thought leadership
Indispensability
Authenticity
Inspiration
People
Purpose
Resource management
Story
Personality
Attachment
Consistency
China Mobile enjoys stronger perceptions in all

attributes except personality, story and consistency.
It enjoys stronger than sector perception in thought
leadership and indispensability attributes.
Because many people use it,

it has a customer base of
700 million.
Japan, consumer
FutureBrand
The ones to watch
6.0 The ones to watch
FutureBrand
The ones to watch
6.1 The ones to watch
Brand
Future
Ranking
FB/
CB/
PB
Global Sector
100
Position
CB
31
Healthcare
CB
78
Financials
PB
28
Technology
CB
53
Industrials
CB
30
Consumer Services
PB
34
Technology
CB
26
Healthcare
CB
37
Technology
One of the key data points in our analysis was

respondent perception of how far organizations
are moving forwards today and in the future.
When we analyzed those organizations most
likely to be moving forwards in three years time,
excluding those already classified as future brands,
eight companies performed most strongly.
If we consider perception of latent potential and
momentum as indicators of future success, we
think these eight organizations are ones to watch
over the next three to five years and have the
opportunity to improve both their FutureBrand
Index and market capitalization ranking. Strong
perception of the potential of these specific
organizations also reinforces broader global
indicators that the technology sector will continue
to thrive and generate value, in keeping with the
on-going technology-driven transformation of
our commercial and personal lives from
ubiquitous online retail driven by companies
like Amazon.com to the invisible yet vital
semiconductor products that power modern life
provided by TSMC, and software companies like
Oracle who are at the forefront of making sense

of our relationship with data for the 21st century.
Couple this with a globally ageing population,
a preoccupation with personal health and rising
middle class discretionary income, and it is
perhaps no surprise to see people emphasize
the role pharmaceutical organizations will have
in improving our future. This echoes the strong
performance of life science organizations like
Abbvie and Gilead Sciences in the top 20 of our
rankings. Finally, whilst Chinese organizations
might not yet be future proof as a function of
limited global reach or weaker understanding,
two of the ones to watch are Chinese market
leaders, suggesting that the full impact of north
Asian organizations across sectors has yet to
reveal itself.
FutureBrand
The ones to watch
6.2 Future drivers

There are three dominant future drivers emerging
from our research into public perception of the
top 100 global companies.
1. Technology, consumer
facing and entertainment
companies will continue
to dominate.
The first and most obvious is that technology,
consumer facing and entertainment companies
will continue to dominate public perception
and the capital markets. This is underscored by
the parity of performance of these organizations
at the top of the market capitalization and
FutureBrand Index rankings. The smaller the gap
between public perception across purpose and
experience and financial value today indicates
that these organizations are not just strong
commercial performers now, and benefit from
advantages like purchase preference, price
premium and employer appeal, but that they
are also more future proof by our measures.
FutureBrand
The ones to watch
6.2 Future drivers

2. Ethics will be a vital
differentiator for
Financial, Oil and Gas
and Energy organizations.
The second, and this reinforces challenges
already known to the sectors, is that ethical
business practices will be a vital differentiator for
Financial, Oil and Gas and Energy organizations.
Those companies that can demonstrate they are
leading change in their industry in relation to
obvious areas like the environment and corporate
social responsibility, will not only better attend to
stakeholder needs, but also will differentiate from
their competition. This is not least because the
sectors still seem to be hampered by broadly
weak or negative perceptions in the wake of the
global financial crisis and concerns about the
viability of our dependency on fossil fuels: hence
the larger negative disparity between market cap
and FutureBrand Index ranking for most of the
organizations in these sectors.
FutureBrand
The ones to watch
6.2 Future drivers

3. An appetite for
increased simplicity and
convenience in consumer
products and services.
The third driver relates to an appetite for
increasing simplicity and convenience in
the consumer products and services sectors.
As technology continues to integrate different
aspects of our lives, from the things we buy
to the services we depend on, our social lives
and our personal data and wellbeing, people will
look to the largest organizations in the world to
make life easier. This expectation has, no doubt,
been partly created by the powerful positive
improvements the top ten organizations in the
FutureBrand Index have brought to our lives in
the last decade making everything from global
mapping, instant global information, the mobile
internet and communications, home computing,
workplace productivity, on-demand
entertainment, sustainable consumer goods and
next generation hybrid fuel technologies available
to the mass market for the first time in history.
Given the scale and reach of these changes

driven by the worlds largest organizations,
it is perhaps no coincidence that the total
market capitalization of the Global Top 100
Companies has increased exponentially over
the past five years, and that there is a significant
differential between the largest companies by
market cap and those at the bottom of the
ranking for example, #1 Apple is valued at
something like $400bn more than #100 Abbvie
Inc. The performance of these companies in
terms of strength of perception and financial
value offers a guide to other companies looking
to define their category and the broader market
over the coming decade, not least in terms
of addressing their balance between why
they are here and what they deliver in reality.
FutureBrand
Appendix
Experience dimensions
and their attributes
1. Builds a strong
emotional connection.
Personality
Consumers perceive the same kind of personality
types in brands as in people and seek out
brands that exhibit their desired personality traits
by category. Perceptions of a strong and clear
personality are critical to emotional connection.
There are 5 key personality dimensions: sincerity,
excitement, competence, sophistication and
ruggedness.
Story
People build their identities around narratives
where they are from, who they know, what they
have achieved and are drawn to brands with
strong stories as a result. The strongest stories are
those that are created around archetypes
universal ideas and characters that transcend
cultures to touch all of human experience.
Attachment
Attachment Theory has shown that what we think
of as love or emotional connection can actually
be understood in terms of degrees of attachment
and attachment styles developed through
continuous social interaction. The ideal state for
people, as for brands, is of a secure attachment,
in which unquestioned trust and positive
dependency is developed through experience.
FutureBrand
Appendix
2. Engaging experience
at every touchpoint.
Consistency
Brands are a promise of consistent experience.
We use them as heuristics mental shortcuts in
a world of choice and limited time to avoid risk
and recreate good experiences. It is vital,
therefore, that our experience of a brand across
different touch points is as consistent as possible
to avoid reducing our belief in the brand being a
safe option next time. This means it should look
and sound the same, have the same taste and
ingredients, communicate the same ideas or
deliver the same performance quality every time
you encounter it from eating a meal to standing
in a queue for the till.
Seamlessness
We live in a world where the physical and digital
environments have merged. It is possible to
interact with a brand in multiple channels in
parallel and we want the brand to acknowledge
and optimize our personal experience with that in
mind. It is not enough for brands to be consistent.
The connectedness of a brand, and the
intelligent use of data to personalize every
interaction in real-time, is vital to a feeling that we
are at the heart of a customer-centric experience.
People
How people behave, from leaders of corporations
to customer care representatives in call-centres, is
a critical part of our brand experience. The extent
to which those people seem to believe in their
work, care about us personally and follow through
on their commitments determines how strong we
feel the brand to be. In the end, technology can
enable self-service and efficiency, but people are
at the heart of engagement.
FutureBrand
Appendix
3. Makes peoples
lives better
Pleasure
The best brands bring us pleasure. From sensorial
experiences to pride of ownership and the delight
of a high quality product, brands should trigger
positive feelings. When they do, they improve
our experience of life and we want to share them
with others and recreate the same pleasures as
often as possible. The extent to which an
organization, product or service is associated
with human pleasure is an important ingredient
in brand strength.
Wellbeing
People are increasingly preoccupied with their
general wellbeing from mental and physical
wellness to spiritual health. In addition to bringing
us pleasure, brands have an opportunity to
contribute to that wellbeing by focusing on
human needs and interests and considering what
is good for people in consumer, organizational
and community life. The more a brand is felt to
improve wellbeing, the more it will be connected
with making peoples lives better.
Respect
Brands need to demonstrate that they respect
people and the broader environment in which
they operate. This can mean everything from
respecting human difference and diversity to
careful stewardship of natural resources and
courtesy in a customer interaction. It is a function
of empathy and critical to creating trust and
loyalty by helping people to build and maintain
self-esteem. The more a brand can show it does
this through its experience, the more authentically
it will be felt to improve life in the broadest sense.
FutureBrand
Appendix
Purpose dimensions
4. Compelling vision
for the future.
Purpose
We are increasingly drawn to brands with a strong
sense of why they are here beyond the act of
making money. This purpose is an articulation of
core beliefs with which people can identify. It also
guides the brand or organization towards the
future it wants to see, and is the motivational
force that gets people up in the morning. Its what
the brand or organization is here to do, rather
than a list of its attributes, features or benefits.
Inspiration
For a vision to be compelling, it has to inspire
change and action. Inspiration is figuratively about
the process of being mentally stimulated to do or
feel something, and especially to do something
creative. Brands that inspire people to change for
the better and help them to see what could be
possible in the future are the most compelling
choice for today.
Authenticity
A brand can have a lofty vision, but it needs to
connect genuinely to the task of an organization
or the qualities of a product or service. We need
to see the relationship between the future a brand
wants to create and what it can legitimately
deliver today, not least so that we can realistically
participate in creating that future for ourselves
through consumption, investment or
employment.
FutureBrand
Appendix
Purpose dimensions
5. Redefines the category.
Innovation
A brand needs to go beyond change or novelty
for its own sake, and instead focus on inventing
products, services or experiences that are
genuinely useful. Being known for this kind of
innovation means that a brand focuses on
adapting to the changing needs of its customers,
consumers or market, rather than incrementally
improving against its competition, and has more
chance of shaping the future of its category as
a result.
Thought Leadership
Strong brands are always driven by strong ideas,
and are unafraid of expressing clear views about
their category, market or the broader world.
They take a position and defend it with
consistency and evidence. They want to inform
what we think and how the world understands
what they offer, rather than allowing other people
to define it for them.
Individuality
Above all, strong brands are differentiated from
their competition. They express a unique identity,
values and personality that help them to stand out
and be easily recognized. This is often at the cost
of fitting in and playing to category norms, which
calls for a clear sense of who they are, why they
are here and how it is of benefit to their customer
or consumer.
FutureBrand
Appendix
Purpose dimensions
6. Delivers sustainable value.
Indispensability
Would the world, or your life, be worse if the
brand ceased to exist tomorrow? In what way and
would there be a credible alternative? The key
to delivering brand value over the long term is
to be seen as vital to peoples lives today: to be
something we cannot live without. This applies to
organizations as much as products and services
and the stronger the perception of indispensability,
the more likely it is that the brand can be seen to
address the fundamental needs of its stakeholders
or customers.
Resource management
Does the brand make the best use of available
resources from people to materials and energy?
Increasingly, brands are scrutinized for their
supply chain and ethical credentials as much as
their price, availability and quality. Organisations
are expected to consider their environmental,
economic and social impact in the normal course
of business. And the same considerations are
increasingly important drivers of consumer choice
in categories as diverse as food, fashion and
automotive. It is no longer a matter of green
washing or environmentalism the imposed
sacrifice of comfort and progress to save the
world but a requirement to make the best
use of what we have and consider our impact
for the long term.
Price premium
Brands bring measurable asset value to an
organization. The stronger they are, the more
valuable the product, service or company
becomes. Sustainable business cannot be
achieved without consumers, customers or
investors being prepared to value your brand
more highly than an equivalent competitor.
Which means a willingness to pay more to benefit
from the brand when presented with a choice.
Or feeling that there is no equivalent alternative.
FutureBrand
Thank you!
For further information
please contact:
Damien Moore-Evans
Global Marketing Manager
DD. +44 (0)20 7067 0595
M. +44 (0)7920 590345
F. +44 (0)844 875 1520
Follow me: @BranD_M_E
Follow @FutureBrand
dmoore-evans@futurebrand.com
2 Waterhouse Square
140 Holborn
London EC1N 2AE
fblog.futurebrand.com
www.futurebrand.com
FutureBrand

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The FutureBrand

The FutureBrand Index 2

The FutureBrand Index 3

What will drive future

Being seen as a future brand

In an age of real-time global communication

We believe 21st century brand strength is best

The FutureBrand Index 4

Why does this matter? Because when people rate a

Our research highlights that whilst the top 100

What will drive future

The FutureBrand Index 5

What does this mean

2.0 Our methodology

2.1 Research approach

The FutureBrand Index 8

Purpose brands Organizations whose

2.1 Research approach

*Quantitative Sample Criteria

QRi Consulting is FutureBrands global research

Our research respondents were screened as follows:

Skilled Professional, Departmental or Middle

FutureBrand has worked closely with the Capital

The FutureBrand Index 9

By informed we mean aware of and know

21-75 years old, balanced between males and

Junior Manager, Junior Executive, Shop Owner

The dimensions and

In order to qualify as a future brand,

Builds a strong emotional connection:

Engaging experience at every touch point:

Makes lives better:

Has a clear vision of the future:

Redefines the category:

Delivers sustainable value:

3.0 Global top 100 rankings

Global top 100 rankings

The FutureBrand Index 11

Global top 100 rankings

3.1. Global top 100 rankings

* Source: PwC Global Top 100 Companies by Market Capitalisation 2014

The FutureBrand Index 12

Global top 100 rankings

3.1. Global top 100 rankings

Oil and Gas

* Source: PwC Global Top 100 Companies by Market Capitalisation 2014

The FutureBrand Index 13

Global top 100 rankings

3.1. Global top 100 rankings

Royal Dutch Shell

Oil and Gas

Allied Irish Banks

Oil and Gas

* Source: PwC Global Top 100 Companies by Market Capitalisation 2014

The FutureBrand Index 14

Global top 100 rankings

3.1. Global top 100 rankings

Oil and Gas

Oil and Gas

Oil and Gas

Oil and Gas

Oil and Gas

* Source: PwC Global Top 100 Companies by Market Capitalisation 2014

The FutureBrand Index 15